2022年冬奥会后河北省冰雪体育旅游市场营销策略研究  

Research on the Marketing Strategy of Ice and Snow Sports Tourism in Hebei Province After the 2022 Winter Olympics

作　　者：尚晓霞 于伟 SHANG Xiaoxia;YU Wei(Physical Education Department of Hebei University of Economics and Business,Shijiazhuang City,Hebei Province 050000;Electronic Sports Teaching and Research Section of Hebei Institute of Communication,Shijiazhuang City,Hebei Province 050000)

机构地区：[1]河北经贸大学体育教学部,河北石家庄050000 [2]河北传媒学院电子竞技教研室,河北石家庄050000

出　　处：《冰雪体育创新研究》2024年第1期31-33,共3页Research on innovation of ice snow sports

基　　金：河北省引进留学人员资助项目《2022年冬奥会后河北省冰雪体育旅游市场营销策略研究》(C20230111)。

摘　　要：2022年北京冬奥会有力助推了中国冰雪体育的发展,河北张家口作为本届冬奥会的协办地有效促进了河北冰雪体育产业的提升,推动了河北省体育旅游市场的建设。如何在后冬奥时代继续保持冰雪运动的热度,实现体育旅游产业可持续的快速发展是值得商讨的问题。该文采用文献资料法、实地考察法、SWOT分析法和逻辑分析法,对河北省冰雪体育旅游市场发展做了全面深入的分析。最终基于营销学4P理论,分别从产品、价格、渠道、促销4个维度提出促进河北省冰雪体育旅游发展的营销策略,可以进一步促进河北省冰雪体育旅游产业的发展。The 2022 Beijing Winter Olympics has strongly boosted the development of snow and ice sports in China.Zhangjiakou city,Hebei province,as the co-host of this Winter Olympics,has effectively promoted the promotion of ice and snow sports industry in Hebei province and promoted the construction of sports tourism market in Hebei Province.It is a problem worth discussing that how to continue to maintain the heat of ice and snow sports in the post-Winter Olympics era and realize the sustainable and rapid development of sports tourism industry.This paper uses literature data method,field investigation method,SWOT analysis method and logic analysis method to comprehensively and deeply analyze the development of snow and ice sports tourism market in Hebei province.Finally,based on the 4P theory of marketing,the marketing strategy to promote the development of ice and snow sports tourism in Hebei province is proposed from the four dimensions of product,price,channel and promotion,which can further promote the development of ice and snow sports tourism industry in Hebei Province.

关 键 词：冬奥会 冰雪体育 旅游市场 4P营销策略 

分 类 号：G80-05[文化科学—运动人体科学]